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“Nearly six in 10 salespeople say that when they figure out what works for them, they don’t change it.” - Hubspot
Training your event sales staff should be an ongoing, dynamic process. The same 'tried and tested' techniques for prospecting, engaging, and converting don't always hold up, especially in a world where products and services are abundant and instantly accessible.
We've got seven top tips to help you elevate your venue and event sales training. From streamlining sales processes to enhancing relationship building, we've got you covered.
7. Control the Conversation with Questions
Sales representatives who ask insightful questions are 21% more likely to close deals compared to those who don't (HubSpot Blog)
Encouraging your event sales team to ask open-ended questions can lead to more meaningful conversations. These questions should help uncover a lead's needs and position your venue team as attentive and solution-oriented. Research shows that asking questions that assess goals, priorities, and challenges is particularly effective. For example, goal-assessment questions like "What are you responsible for accomplishing in the next quarter?" can uncover valuable information about a lead's objectives and pain points (HubSpot Blog).
Incorporating a range of thought-provoking questions into sales touchpoints can also reinforce your venue's commitment to providing a personalised and meaningful experience for event clients. Questions like "Have you considered (outdoor cocktails/themed catering/specific layout option)?" can help prospects see new possibilities and align their needs with your venue's offerings.
6. Respond Promptly
Sales reps who respond to enquiries within five minutes are 21 times more likely to qualify them, compared to those who respond after 30 minutes (HubSpot Blog)
Quick responses show leads that a lead's interest is valued. Timely communication for event sales enquiries is not only favourable but crucial, particularly when event professionals are seeking out multiple venue options. Ensuring your team is equipped to respond promptly can significantly impact conversion rates. Having all leads filtered through into one venue management software system like iVvy can help streamline the response process and ensure no enquiries get missed or overlooked.
5. Work with a Lead's Timeline
77% of B2B buyers say they conduct detailed research and comparison before engaging with a sales representative (SPOTIO)
Understanding and respecting a lead’s timeline can build trust and improve the likelihood of closing a deal. Nobody wants to feel like they’re rushed into a purchasing decision or working on a tight deadline that’s not reciprocated. Furthermore, event professionals rely on word-of-mouth recommendations from industry connections when researching venue options, emphasising the importance of aligning your sales approach with their buying process.
Train event sales staff to recognise and adapt to the unique timelines of each lead, fostering stronger relationships. This can be undertaken by:
- Using automation tools to nurture leads with timely and relevant content.
- Offering flexible scheduling to accommodate the lead's availability for calls and other communication.
- Monitoring and adjusting the sales approach based on the lead's engagement and responses.
- Being open and transparent about processes, timelines, and expectations.
- Using Customer Relationship Management (CRM) tools to track and manage timelines.
4. Personalise Communication Preferences
Emails with personalised subject lines are 50% more likely to be opened (Zendesk)
Every lead has unique communication preferences, and having event sales team members personalise their approach can foster better connections.
Event sales personalisation isn’t just limited to first-name greetings. Understanding whether a lead prefers to communicate over email, phone calls, or face-to-face meetings and adapting accordingly can make a substantial difference. This approach not only improves response rates but also shows your team values the lead's preferences and is committed to providing a tailored venue experience.
3. Be Direct When Approaching Objections
Customers who raise objections during the sales process are more qualified leads with a higher buying intent (HubSpot Sales Blog)
Equip your event sales team with strategies to handle objections confidently and directly. Addressing concerns head-on can turn potential deal-breakers into opportunities for further engagement. Studies show 63% of all sales interactions end without the sales rep asking for the sale, highlighting the importance of being proactive (zety).
Training your sales staff to use techniques such as asking objection-surfacing questions can help identify and address potential concerns early in the sales process. Questions like "What concerns do you have about our venue?" can provide valuable insights and allow your team to address issues directly, increasing the likelihood of securing more venue bookings.
2. Use Framing Techniques to Talk Budgeting
46% of B2B buyers prefer content that helps them evaluate a product against competitors (SPOTIO)
Teach your team to use framing techniques when discussing budgets. Presenting pricing within the context of value and ROI helps leads see the benefits of investing in your venue. This is where event sales team members can also use marketing material to highlight the unique value of your venue, including video tours, testimonials, reviews, and examples of past event set ups.
Encourage sales staff to engage in reframing when costs are being discussed. For instance, instead of simply stating the cost, your sales team can highlight how your venue packages and inclusions will save money in the long run or improve the overall event experience. This approach can help prospects see the value in what your venue offers and justify the expenditure. Discussing flexible payment options can also be an appealing option for event planners looking to avoid upfront lump-sum payments.
1. Track Leads Through a Customer Relationship Management (CRM) System
Sales teams that use CRM systems see an average increase in sales by 29% (HubSpot Blog)
A CRM system allows your team to keep detailed records of interactions, preferences, and timelines, which can enhance the personalisation and effectiveness of sales follow-ups. CRM tools can also provide valuable insights into the sales pipeline, helping your team to prioritise leads and focus on the most promising opportunities.
iVvy venue management software includes a CRM for event sales staff to capture and create leads, record activities, tasks & all email communication and get a single view for every interaction with customers across multiple properties. For a closer look at iVvy features that can boost your venue and event sales revenue, click here.
Equip Your Event Sales Team for Success
By integrating these seven tips into your training regimen, you're not only equipping your team with the tools they need to succeed but fostering a culture of continuous improvement and client-centric service. Embrace these strategies to ensure your event sales team remains at the top of their game, driving growth and delivering exceptional experiences for every client.
